We created an online teaser campaign using 01002, code for ‘0-100 in two seconds’ – the acceleration of Superman Escape. The only way to crack the code was by visiting 01002.com.au and quickly solve clues. When the 01002 meaning was revealed, supermanescape.com.au was launched, complete with shout-outs, ringtones and sneak previews. The final countdown on the site built anticipation for a Streets animated adventure - the Superman Escape Game. The player can choose their cart, pimp their ride, then charge around the roller coaster as fast as possible. You know you’ve succeeded when you make the characters vomit!

The online teaser campaign reached 47% of its target in the first three weeks, attracting 4,731 registered users and a further 1,824 during the second phase. By constantly refreshing the content on the site and involving teens with shout-outs, photo uploads and video clips we’ve built a loyal following. Registered visitors are encouraged to enter prize draws by telling their mates. Numbers will continue to snowball now that the Superman Escape game has gone live, with registrations continuing to exceed projected targets.